SEO Secrets

During the last 15 years, the secret of ranking #1 in SEO has evolved from manipulating search engines by jamming pages full of hidden keywords and flooding the engines with doorway pages to a high ROI discipline which delivers relevant content to engage users. SEO has become a data driven methodology for guiding marketing and web development decisions. SEO recommendations now leverage query frequency, search intent and analytics tools to optimize the user experience, promote your brand and create a positive feedback loop that delivers beneficial ranking signals.

Our job is not to trick the search engines; our job is to help you understand what users want and how to deliver it. The process begins with keyword research which uses query frequency and semantic groupings to determine site information architecture. Search intent drives the content and defines the information scent for each page. This information is compiled into a keyword map, a blueprint for developing great content and relevant pages that deserve high search engine rankings.

SEO is not a cookie cutter process where a consultant provides a set of recommendations and walk away. It is an iterative process that requires collaboration with design, IT, product and marketing. Along the way, ItsTheROI evangelizes the core principle to be relevant and to develop a website that aligns the content with the user intent and to present clear calls to action that align the intent of the user with that of the site owner. This new form of SEO is geared towards listening to users and giving them what they want — Search Engine Optimization has become Website Optimization.

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Intent Focused SEM

SEO and Pay Per Click landing pages should almost always be designed with the same content and the same layout because search engines reward on-page and on-site factors by trying to emulate human users as they crawl the page and navigate the